A Study of the Impact of Marketing Mix for Attracting Medical Tourism in Jordan

Al-Azzam, Abdel Fattah

doi:10.5539/ijms.v8n1p139

Cited by 23 publications

(19 citation statements)

References 15 publications

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“…The importance of promotion comes from being the vital linking point between the organization and its clients from one side and the destination and its perceived image from the other and presents information to the consumers about the new products and services, stimulates desirability, increases the demand and affects the final purchase decision (Al-hroot, 2007; Chiu and Ananzeh, 2012). Promotion tools like advertisements, websites and direct sales are very important when the demand on the tourist product declines because of political or economical crises (Al-Azzam, 2016; Ali, 2016). It is the optimal means in crisis’ management under the presence of terrorism (Sönmez and Graefe, 1998).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The message must be direct and clear and must address the category for which it was designed. (Al-Azzam, 2016). Therefore, several studies were conducted to highlight the importance of promotion mix.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Civil war which is still going on in Iraq; the fierce war between the fighting groups in Syria; the sectarian instability in Lebanon and Palestine (Tarhini et al , 2016); and the fighting against the Houthis in the Yemen. (Al-Azzam, 2016). Therefore, implementing emergency plans is the suitable method to avoid the fluctuation of tourists during these circumstances.…”

Section: Introductionmentioning

confidence: 99%

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The effect of promotional mix on hotel performance during the political crisis in the Middle East

Masa'deh

Alananzeh

Tarhini

et al. 2018

JHTT

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Purpose This paper aims to investigate the effects of promotional mix in terms of advertisement, website and direct sale on job performance during the political crisis in the Middle East. Design/methodology/approach Data were collected from 121 Jordanian employees working in hotels in Aqaba city, using a self-administrated questionnaire including 35 items. Multiple regression analysis was conducted to test the research hypotheses. Findings The results of the current study revealed that there is a significant impact of hotels’ advertisement and hotels’ direct sale on hotel performance, whereas hotels’ website has no significant impact. Originality/value This is the first study that examines the effect of promotional mix on hotel performance during the political and economical crises in the Middle East and clarifies the most important elements that affect the countries’ economy, especially those involved in political conflicts.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The effect of promotional mix on hotel performance during the political crisis in the Middle East

Masa'deh

Alananzeh

Tarhini

et al. 2018

JHTT

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“…Four hypotheses were developed to authenticate the results attained from level of significance p values for the entire variables included in 4Ps of tourism marketing mix. Al-Azzam (2016) found out the impact of marketing mix on attraction of medical tourism by assessing the responses of international tourists who visited Jordon. Kamua et al (2015) also attempted to develop model on relationship between marketing mix and domestic tourists' choice of accommodation and destination.…”

Section: Discussionmentioning

confidence: 99%

The Impact of 4Ps Marketing Mix in Tourism Development in the Mountain Areas: A Case Study

Karim¹,

Normah²,

Marzuki³

et al. 2021

IJEBA

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To carry out the current study, a total of 509 self-administered questionnaires were distributed among the tourists to collect the data which was analysed by using SPSS and Partial Least Square (PLS). PLS-SEM was applied to find out the relationship between variables and test the strength of model. Findings:The key findings are consistent with other studies while price mix and promotion mix are in contrast from others showing insignificant relationship in tourism development. There is evidence from the results that tourists are not concerned about the expenses which include mountaineering royalty fee, trekking royalty fee and other expenses while they tour to mountain areas. Therefore, it can be argued that price becomes less important for tourists to be considered, so, the relationship of price mix with the tourism development is insignificant. Another argument may come up regarding promotion mix that traditional advertisements have become obsolete now and majority of tourists use social media as it is also evidenced in the study that majority of tourists get information from social media sources, therefore, traditional promotion mix has no influence on attracting tourist towards the destinations. Practical Implication: In addition to the contribution to existing body of knowledge, this study helps policy makers and managers of tourism sector to formulate proper plans by considering tourism marketing strategies for the development of tourism in mountain areas of Pakistan. Originality/Values: This study contributes to find out the relationship of 4Ps-marketing mix with tourism development in the mountain areas of northern Pakistan.

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“…There are few studies [21][22][23][24], which are looking at direct marketing techniques via smartphones, and the impact of direct advertis-ing to the public, despite the progress and development of the industry at present [16]. In theory, these phones are very useful to consumers and tourists and be a catalyst in finding the important resources they are looking for, whenever and wherever they are.…”

Section: Marketing Templates By Smart Phonesmentioning

confidence: 99%

The Impact of Smartphone Adoption on Marketing Therapeutic Tourist Sites in Jordan

Alghizzawi¹,

Ghani²,

Som³

et al. 2018

IJET

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The aim of the study is to find out the effect of smartphone on marketing therapeutic tourist sites in Jordan. Several factors contribute to this study, including market type templates, therapeutic, demographic and their impact on tourist behavior in Jordan. We apply the technology acceptance (TAM) model to study through the incorporation of smartphone applications on marketing therapeutic tourist sites in Jordan. To achieve this, we use the quantitative research design and rely on appropriate data to test the hypothesis. We distributed questionnaire to 400 tourists as a sample of study but two hundred and four were collected. The researchers had used the structural equation modeling (PLS-SEM) for measuring relationships and correlations between variables and their impact on the behavior of tourists in Jordan. According to the study findings, there was a positive impact on market type template, therapeutic, and demographics on tourists' perceived ease of use of smartphone on marketing therapeutic tourist sites in the country. Perceived usefulness and perceived ease of use also led to an increase in tourists' intention to use smartphone.

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A Study of the Impact of Marketing Mix for Attracting Medical Tourism in Jordan

Cited by 23 publications

References 15 publications

The effect of promotional mix on hotel performance during the political crisis in the Middle East

The effect of promotional mix on hotel performance during the political crisis in the Middle East

The Impact of 4Ps Marketing Mix in Tourism Development in the Mountain Areas: A Case Study

The Impact of Smartphone Adoption on Marketing Therapeutic Tourist Sites in Jordan

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